Insights

Enhancing the Impact of Customer Segmentation

Jay Lichtenstein, Kevin Shaney and Adarsh Jain

Enhancing the Impact of Customer Segmentation 160x209 Cover Image

Read the whitepaper

Customer segmentation has been and will continue to be an essential element of a marketer’s toolkit. When marketers focus on business acumen, integrated data inputs and cutting-edge tools, they can create segmentation that gives them a highly effective way to meet the specific needs of different customers. Read the whitepaper to understand the factors which build better segmentations and a case study illustrating a pharmaceutical company’s successful approach to segmentation.


About the Experts


Jay Lichtenstein 70x91 Head Shot


Jay Lichtenstein is a principal in ZS’s Princeton, N.J., office and leads the firm’s growth marketing practice. He is a seasoned strategy consultant and marketing professional with 20-plus years of experience growing businesses across categories, including healthcare and pharmaceuticals. He has led engagements on segmentation, customer decision journey, experience improvement, new product development, brand positioning and many others.


Kevin Shaney 70x91 Head Shot


Kevin Shaney is an associate principal in ZS’s Princeton, N.J., office and specializes in marketing strategy, research and advanced analytics. He’s also a leader in ZS’s segmentation practice. Over Kevin’s 15-year career, he has led more than 100 different segmentations for clients in the healthcare, telecom, financial services, entertainment and CPG industries.


Adarsh Jain 70x91 Head Shot


Adarsh Jain is a decision analytics manager based in ZS’s New Delhi office. Over the last 12 years, he has helped several healthcare clients make actionable marketing choices. As a leader in ZS’s segmentation practice, he brings extensive market research and data analytics experience to inform customer strategy and execution.

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